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We chatted with EdLittle, director of the London studio RegularPractice , about putting design at the heart of strategy, how the nature of branding is (fast) evolving, and what agencies need to do to keep up. Things have been going pretty darned well at RegularPractice, which has seen 40% growth in the last six months.
In fact, I’m a little annoyed now as, after 3 weeks, they’re just reminding me that I’ve not made any progress with a goal I set and a loooot of time is now passing, and now I feel super unproductive. For me, I would have liked something a little more concrete in this reminder. So I made a decision. So it feels like an empty promise.
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The more distant, the better the practice, such as my example of cross-species empathy. Little did I know at this point in time that I was practising what ethnographers call seeking ‘the native’s point of view’ (Geertz 1974, 26), or the ‘ethnographer’s magic’ (Stocking 1992, 12–59)². I wanted to go deeper, to internalise.
There’s a great scene in the movie (the famous “billion dollars” scene) where Justine Timberlake’s Sean Parker explains how you can make more money by attracting multiple little fish than by trying for the big fish right from the start. At least, not compared to books or podcasts from industry professionals. (We
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